Whole Foods to open in Shrewsbury in 2016

The Shrewsbury location at Lakeway Commons on Route 9 will be 50,000 square feet and employ approximately 175 full- and part-time "team members." Whole Foods Market Shrewsbury will open mid-2016.

In addition, Whole Foods Market announced it will open a location in Bedford, N.H.

"We have been eager to respond to strong demand for stores in Central Massachusetts and New Hampshire for a long time," said Laura Derba, Whole Foods Market's regional president. "Finding the perfect location in Shrewsbury, as well as going from zero locations in New Hampshire to three in two years has been truly exciting for us."

Whole Foods Market currently has 35 operational stores in the North Atlantic region, with an additional five in development, plus Shrewsbury and Bedford.

Founded in 1980 in Austin, Texas, Whole Foods is the leading natural and organic food retailer. As America's first national certified organic grocer, Whole Foods Market was named "America's Healthiest Grocery Store" by Health magazine.

Meanwhile, on the national front, Whole Foods is getting ready to launch its first national marketing campaign and expand home delivery as it looks to fend off bigger players muscling into the organic and natural foods category.

The company said the marketing campaign this fall will explain to customers what makes it different and why it's better than other supermarkets.

''We believe there are real and substantive differences in the company and in the values and the foods that we sell,'' said Walter Robb, co-CEO of Whole Foods, during a conference call with investors.

In addition, he said, the company is partnering with third parties to offer home delivery in 12 to 15 major markets, with plans for a wider rollout over time.

In coming weeks, Whole Foods also said it will test a new loyalty program, with plans to roll it out widely in time for the winter holidays next year.

Whole Foods sales at established locations rose 3.9 percent in its latest quarter, helped by a shift of the timing of Easter, it was reported Wednesday.

A year ago, the figure had climbed 7.5 percent.

The problem is that Whole Foods is contending with traditional retailers such as Wal-Mart Stores Inc. and Kroger Co. and even drugstores. They have significantly expanded and increased their organic and natural food offerings.

To appeal to a wider range of customers, the company is trying to change its pricey image, which has led to it being dubbed ''Whole Paycheck'' by some.

Looking ahead, Whole Foods expects sales at established locations to rise 4.1 to 4.4 percent for the year, down from its previous forecast of 5 to 5.5 percent.

It also trimmed the high end of its earnings per share forecast by 2 cents, and now says it expects to earn $1.52 to $1.54 per share.

For the quarter, the company said it earned $151 million, or 41 cents per share, which is 2 cents more than Wall Street expected.